Brickwood Homes SEO Strategy

Date in Market (Month & Year)

April 2024

Project/Campaign Objective(s)

Brickwood Homes is a well-established Sydney builder but its strong local reputation was not reflected online. The website had minimal visibility on search engines, poor organic traffic and low lead generation.

The campaign aimed to:

• Improve the ranking of targeted keywords related to home building services in Sydney
• Drive increased website traffic from local searches
• Increase enquiries and lead generation by enhancing online visibility and user engagement

Strategy

We recognised that Brickwood Homes’ lack of online visibility and minimal differentiation from competitors limited their ability to reach potential customers. The strategy was to build a stronger digital presence by leveraging SEO to improve keyword rankings and drive local organic traffic. By focusing on location-specific terms and high relevance services like granny flats, we implemented technical optimisations and created value-driven content to showcase Brickwood’s expertise. This approach helped position them as a trusted leader in Sydney’s competitive building market while attracting a targeted local audience.

Target Audience

Granny Flats are becoming a go-to solution for addressing Sydney’s housing shortage because of lower construction costs, faster build times and the potential to increase property values by up to 30%.

The campaign focussed on targeting Sydney homeowners aged 33-50 with diverse motivations for building granny flats, including:

• Growing families needing extra space
• Downsizers looking for low-maintenance, compact living
• Multigenerational households where elderly parents or adult children can benefit from independent yet connected living spaces
• Property investors seeking rental income:

Execution

• Keyword Research: We identified high-volume, low-competition keywords and location specific terms to target searches with significant interest but less competition so Brickwood Homes could rank more effectively and attract local traffic.
• On-Page Optimisation: We enhanced metadata, including title tags and meta descriptions, to increase click-through rates. Also, we updated page content with targeted keywords to better align with search intent and improve rankings.
• Local SEO: We optimised Brickwood Homes’ Google My Business profile and created local citations across relevant online directories to strengthen their presence in local searches.
• Content Marketing: We created and published informative blog posts and web content that addressed customer queries. We also highlighted Brickwood’s expertise and differentiated them from competitors.
• Monitoring and Adjustments: We regularly tracked keyword rankings, traffic and engagement metrics and adjusted our strategies based on performance data.

Working hand in hand with Brickwood Home’s throughout the entire process

Our Results

The successful campaign achieved some notable results:

• Keyword rankings: When we began working with Brickwood Homes in November 2021, their website had zero keywords ranking on the first page of search engine results (SERPs), paired with a visibility score of 0, reflecting an almost non-existent online presence. As of April 2024, after implementing our targeted SEO strategies, the number of first page keywords grew to 16, marking a substantial improvement in online discoverability. The visibility score also rose to 64, demonstrating a stronger relevance for key search terms and increased prominence in search results. Also, the total number of organic keywords the website ranks for grew from 614 in 2023 to 975 in April 2024. This increase reflects the broader visibility across a wider range of search queries that further strengthened the website’s overall search engine performance.
• Organic traffic: In April 2024, the website attracted 492 organic visitors, representing a 400% increase in monthly traffic since we started working with Brickwood Homes. This growth highlights the campaign’s success in connecting with local homeowners actively searching for home-building solutions.
• Content development: The publication of optimised, keyword-rich blogs enhanced the website’s SEO and drove organic traffic. The blogs also served as lead generation tools, attracting 2372 new users in March 2024 and 81 clicks on the ‘Contact Us’ button, resulting in a 3.4% conversion rate proving the content and website’s effectiveness in converting visitors into leads.